Embracing a genuinely international mindset

Elly is our Global Vapour Category Director in the Next Generation Products team at BAT. She’s one of the most crucial people in our mission to transform tobacco, reaching out to customers worldwide. She is a marketing expert, developing the strategies that have helped us build a strong presence in 16 markets during the six years we’ve been in the high-value vapour market. In the UK market, Vype – the product range she is responsible for promoting – is our flagship vapour brand.

One of Elly’s biggest focuses is thinking about how we communicate with our consumers. Are we engaging the right channels? Are we distributing in the right places? These are the questions she asks her team to ensure they’re performing at the height of their potential and delivering on the immense transformation across our global business.  She sets clear goals to ensure there is future sustainable growth in vapour.

“Technology powers the experience. It's not technology for technology sake. It's an enabler to best meet consumer needs,” she says. The process of discovering what different markets want is highly complex and an exciting challenge for her: “We work with futurologists. We work with sociologists. People who understand how culture is moving and what the trends are. We work with them to make products that we know smokers and vapers will want.”

And the key to all this? Getting out there and talking to the experts. Product developers, flavourists, digital specialists, experts at developing new activation and trade marketing models. It means travelling to Canada, France, Germany, Poland, Italy and other locations: “I enjoy the travel because I get to meet the local teams,” says Elly. “I get to really understand their needs. Not only from their consumer target audience but also the different regulatory environments or dynamics in terms of route to market. It’s truly a unique opportunity to work with a diverse group of talented people from all over the world, each of them skilled in their own way. All of them bringing a new perspective to our global business.

 

 

 

 

 

 

Embracing a genuinely international mindset

Elly is our Global Vapour Category Director in the Next Generation Products team at BAT. She’s one of the most crucial people in our mission to transform tobacco, reaching out to customers worldwide. She is a marketing expert, developing the strategies that have helped us build a strong presence in 16 markets during the six years we’ve been in the high-value vapour market. In the UK market, Vype – the product range she is responsible for promoting – is our flagship vapour brand.

One of Elly’s biggest focuses is thinking about how we communicate with our consumers. Are we engaging the right channels? Are we distributing in the right places? These are the questions she asks her team to ensure they’re performing at the height of their potential and delivering on the immense transformation across our global business.  She sets clear goals to ensure there is future sustainable growth in vapour.

“Technology powers the experience. It's not technology for technology sake. It's an enabler to best meet consumer needs,” she says. The process of discovering what different markets want is highly complex and an exciting challenge for her: “We work with futurologists. We work with sociologists. People who understand how culture is moving and what the trends are. We work with them to make products that we know smokers and vapers will want.”

And the key to all this? Getting out there and talking to the experts. Product developers, flavourists, digital specialists, experts at developing new activation and trade marketing models. It means travelling to Canada, France, Germany, Poland, Italy and other locations: “I enjoy the travel because I get to meet the local teams,” says Elly. “I get to really understand their needs. Not only from their consumer target audience but also the different regulatory environments or dynamics in terms of route to market. It’s truly a unique opportunity to work with a diverse group of talented people from all over the world, each of them skilled in their own way. All of them bringing a new perspective to our global business.